Westfield celebrates ‘thrill of the fashion hunt’ in spring/summer campaign

Westfield’s new spring/summer 2014 fashion campaign is examining the “thrill of the fashion hunt”, Mumbrella can reveal.

The “#MostHunted” campaign includes a one-minute fashion video, created by Baker Brand, which features a number of international and local fashion “influencers” led by Giuliana Rancic. The video is set to 80s pop tune Duran Duran’s “Hungry Like the Wolf”.

Sarah Cleggett, general manager marketing at Scentre Group, owner and operator of Westfield, said: “This season we are excited to be working with Giuliana Rancic again. Along with Bill and our 11 local fashion influencers, Giuliana will help inspire our shoppers this spring/summer with her most hunted items from our retailers.”

The integrated campaign includes the fashion video, bespoke editorial on the Westfield website, custom publishing, in-centre experiential, digital and print advertising, social media and a publicity campaign.

As part of the campaign Guiliana and Bill Rancic will tour Westfield centres throughout late September.

It will also see Westfield publish three fashion guides, in partnership with Bauer Media, which features editorial spreads styled by Michelle Jank and shot by Georges Anton.

The experiential part of the campaign will see Westfield Sydney co-host A Most Hunted VIP party to celebrate Vogue Fashion’s Night Out on September 4, while Fashion Saturday, a day of special retailer offers and entertainment will be held at all Westfield centres on September 13.

Westfield’s spring/summer campaign follows on from the roll out of retailers Target, David Jones and Myer.


Agency credits:

  • Client: Scentre Group
  • Agency, PR and Social: One Green Bean
  • Agency, PR (Premium centres): Baker Brand
  • Agency, media: IKON
  • Agency, creative: Moon

Fashion video production credits:

  • Agency, creative: Baker Brand
  • Creative Director: Al Weekes
  • Producer: Cat Rose
  • Director: Chris Ferguson
  • DOP: Sydney – Peter Eastgate. LA – Tim Hudson
  • Key Grip: Justin Sykes
  • Hair Director: Michelle McQuillan
  • Make Up Director: Victoria Baron
  • Music: Duran Duran



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